In Robin Thicke's 'Blurred Lines' music video, women are objectified and portrayed in the media as submissive, sexual items. Ariel Levy critiques the highly sexualized American culture in which women are objectified, objectify one another, and are encouraged to objectify themselves. Levy refers to this as a raunch culture. Linking to this, Laura Mulvey's believes that the audiences have to view characters from the heterosexual male. This is known as the 'male gaze'. Eg Megan Fox's role in Transformers.
But in contrast to this, the 'This Girl Can' advert shows women in a strong independent light, doing sports and other activities usually known to be stereotypically male orientated.